Nothing by Half: Charles Tyrwhitt leverages partnership with England Rugby

Having recently partnered with England Rugby, we helped Charles Tyrwhitt reach England Rugby fans and recruit new audiences, by leveraging the partnership via an integrated campaign called ‘Nothing By Half’. The campaign had some great results with the brand achieving its most engaged post within the last 9 months, receiving 12 times higher than average engagements on the final competition post, making 37,200,000 million impressions, and garnering 250,000 clicks!

The pre-existing partnership with England Rugby allowed the campaign activity to take place during the Autumn Internationals, showing audiences that they can enjoy the matches through three activations – at home, at the pub, and at the game, while doing ‘Nothing by Half’. 

For the At Home experience we used a competition mechanic that allowed one lucky winner to win a kick-ass setup to watch the rugby at home. The competition prize included; a Guinness keg, Bollinger, TV, Charles Tyrwhitt product, England kit, food, flags and bunting. 

We organised a free ‘Nothing by Half’ Rugby Quiz at Wolfpack West Hampstead ahead of the England vs Australia game for the pub experience. Working with Rugby Union player Matt Dawson to host the quiz and encourage audience engagement. 

To bring the campaign to a close in line with the final game, we used another competition mechanic offering the ultimate game day experience. The lucky winners were given tickets to the game, Charles Tyrwhitt product to wear and food and drink to enjoy while at the stadium.

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